Join The Squad Campaign Launch

World’s leading sports reminiscence charity teams up with football to open more Sporting Memories clubs to support former players and older fans living with dementia

The Sporting Memories Foundation is launching a ground-breaking campaign this weekend at Championship matches, to support former players and older fans living with dementia. Pitch side LED adverts will run throughout December, encouraging fans, clubs and players to ‘#JoinTheSquad’ to help tackle dementia.

The campaign is aiming to raise funds and to recruit volunteers to support the 120 free clubs run by the charity and to open more weekly clubs across the country. The Foundation has seen an increasing number of former footballers attend their clubs, which use the history and heritage of sport to help attendees reminisce, remain physically active and to reduce feelings of loneliness and isolation.

The pitch side adverts have been made possible by Project11, global sports marketing agency, whose staff team nominated Sporting Memories Foundation as one of the charities to support this December.

Alan Shearer CBE, DL said, "Since Football, Dementia and Me was screened in November 2017, much more is now known about the risks of developing dementia players face.

The progress made by Sporting Memories Foundation and their partners in supporting former players and older fans living with dementia each week is encouraging to see.It remains my belief that football must begin to look after former players living with dementia and put an end to this sense that once you're done with playing, you can be put on the scrapheap.

The clubs rely on volunteers and donations. I'd urge any fans to Join the Squad and support their local Sporting Memories session to get involved and to help with fundraising to support the existing sessions and open more of these."

Match of the Day commentator Guy Mowbray said: "As a proud Patron of The Sporting Memories Foundation, I've seen first hand how these sessions are valued by those involved and the benefits it brings to both those living with dementia and their partners.

Great sporting moments can be wonderful connectors for individuals and groups of older sports fans. The charity's work relies on donations and volunteers, I really hope fans, players and clubs get behind the Join The Squad campaign.”

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We are Sporting Memories. We are dedicated to bringing together older adults to talk about and remember sport. Through the power of sport we tackle social isolation. We help to increase the well-being of those living with low mood, dementia and other conditions.

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Steve Elliott celebrated his 60th birthday in September. A former professional footballer, Steve started his career at Nottingham Forest after signing apprentice forms with Brian Clough and later signed professional forms at the age of 18.

By sharing memories of sporting moments however big or small, people are instantly connected, reawakening thoughts feelings and times that would have otherwise been undiscovered all because of a passion for sport.

Sporting Memories Network has developed a compelling, dynamic and innovative approach to tackling the challenges of an ageing society. Our training, resources and project support are designed in partnership with our service users, carers and volunteers.

Why not take a few minutes to dig out any old programmes, sports biographies, annuals, shirts, scarves, boots and any other sporting memorabilia that could be put to use at our sporting memories clubs?

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The Sporting Memories Foundation is a registered charity in England and Wales (Charity Number 1154474) The Sporting Memories Foundation Scotland is a registered charity in Scotland (SC047268)Sporting Memories Network CIC is a Community Interest Company registered in England (07811301)Sporting Memories Network Scotland CIC is a Community Interest Company registered in Scotland (SC409470)